Red will be kept to a minimum and the vast majority of the tower will remain white and won’t see major change at all

Cllr Donna Jones

And she said the red changes would be subtle and the majority of the tower would be staying white.

Speaking at today’s ceremony at the tower which marked the announcement airline giant Emirates had secured its naming rights, Cllr Jones said: ‘The rebranding of the tower is not about football, it’s about being associated with a luxury brand.

‘Portsmouth is now on the map nationally and internationally.

‘As for the apprehension of people who think the development looks like a Southampton strip, while I understand their concerns, they need to wait and see, because the red will be kept to a minimum and the vast majority of the tower will remain white and won’t see major change at all.’